Mark Calvey reports on Visa USA’s upcoming launch of a rewards program for its debit cards.
“The program will be easy to implement for card issuers,” said Elizabeth Buse, executive vice president of new market development and deployment.
Visa is building the infrastructure for the program and will use its hefty marketing muscle to promote the program when it launches in the second quarter of next year. “This is Visa building a platform and a marketing message,” Buse said.
Visa, which has been working on the program for the past year, declined to discuss how much is being spent on the new rewards program.